In an indication that consumer trust is grounded in people, not organisations or brands, 8 in 10 consumers based in the UAE said they check at least three sources before making a purchase, according to new research by global management consultancy firm Kearney’s Consumer Institute.
Nearly 72 percent of consumers spend a minimum of 15 minutes researching before making a purchasing decision, with consumer-led information being deemed the most useful, the Kearney Consumer Education study indicated.
Consumers cited greater reliance on fellow customer reviews (69 percent), online research (65 percent), word-of-mouth (36 percent) and social media (32 percent) as compared to information found on the brand website (32 percent), product labels (25 percent), in-store advertising (12 percent), television or online advertisements (12 percent) and traditional media (6 percent).
Additionally, consumers revealed that their most trusted sources of product information are customer reviews (45 percent), feedback from family (40 percent) or friends (38 percent), and product experts (31 percent).
“During the pandemic, consumers became used to purchasing online, and relying on the research and reviews that came with it,” said Mohammed Dhedhi (above), partner at Consumer and Retail practice at Kearney Middle East.
“Looking forward, brands can aim to tap into this behavior, rather than trying to educate on their terms. Product or service education is most effective when it solves consumer-identified problems, and brands today have the opportunity to develop deep loyalty and trust by investing in understanding the needs of their audiences,” he continued.
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